Overture Introduces Ads For UK Mobiles

Soon, mobile phones in the UK will be displaying advertiser sponsored search engine-style links. Overture, a Yahoo owned company that sells text link ads, announced a deal with two major mobile phone companies, Vodafone and France Telecom-owned Orange, to bring these ads to mobile phone users.

Overture will sell Wireless Application Protocol (WAP) page adverts to the mobile phone operator's travel sites. The travel sites will feature sponsored ads that users will be able to "click" to. One of the first advertisers for this service is online travel agent Lastminute.com.